More than 550 people queued in Westgate mall to enter Sephora's newest store, which opened its doors at noon yesterday.
A queue started forming at 4pm the day before and, by the time the store was to open, had become so long it had to be broken up over two floors.
The first 100 in line received a $100 voucher each.
Following performances by a percussion band, cheerleaders and Sephora staff, customers were let into the store which, at 5,300 sq ft, is the biggest Sephora outlet in the heartland.
Moving over from its previous location at Jem mall, which is next to Westgate, the new store is 50 per cent bigger and will offer close to 130 beauty brands.
The aim of the new store is to replicate the experience found in the brand's flagship at Ion Orchard, with two event spaces and double the seating for beauty master classes - up to 12, compared with six at the old store at Jem.
The brand closed the Jem store at 6pm on Wednesday.
Ms Nancy Liu, 22, says she did not queue overnight, but still managed to do some shopping once the crowds eased at about 2pm. She spent about $150 on skincare and hair products.
"I live and work in the area so for me, this is fantastic," says the accounts executive.
"Because this store is bigger and has a wider selection, I won't need to keep going to the bigger stores in town when I need a top-up of products that I use daily."